New Chandler Engagement Marketing Article Posted on Chief Marketer

My latest business blogging article for Chief Marketer takes a good look the Britannica Blog — a blog from a knowledge-based brand that’s existed since 1768. What’s newsworthy? Britannica wide-ranging blog posts articles designed to provoke engagement by challenging their readers on controversial topics.

Some call it linkbaiting — the practice of deliberately baiting readers to respond with controversial posts — but the term carries a negative connotation that isn’t accurate in this instance. The Britannica blog proves there’s nothing wrong with challenging content, and Britannica clearly isn’t trying to simply irritate readers with obnoxious posts.

Whether they’ve accomplished their traffic goals isn’t yet clear, but what they have accomplished is simple; they’ve drawn attention to their new blog, done so in a way guaranteed to attract visitors.

You can read my entire Chief Marketer article here.

Tom Chandler a Featured Writer on "Business of Design Online" Series

I was one of 12 writers asked to participate in an online series of posts aimed at making it easier for designers (and clients) to work with writers.

Created by the BoDo blog (The Business of Design Online), the online series included tips about working with writers from process, timing and creative perspectives.

bodoheader

Working with designers has always been a strength; my background includes a sizable amount of design training, and there’s nothing better for effective copy than effective design.

Multichannel Merchant Site Wants Expert Commentary For Business Blogging Article; Contacts Me.

Who do you call when you’re looking for an overview of engagement marketing and business blogging?

Multichannel Merchant — a leading marketing site — recently published an article about Patagonia’s new business blog.

The writer (Tim Parry) wanted information from an engagement marketing perspective, and because I write a top niche outdoor blog, a Top 10 writing blog, and an Engagement Marketing blog, he asked for my thoughts on Patagonia’s blogging efforts.

The Cleanest Line: Patagonia’s New Blog

Patagonia — a leading manufacturer of performance outdoor clothing and gear — launched their blog in February of 2006.

Rather than stuff their brand new media channel with corporatespeak and product information, Patagonia’s done an excellent job of engaging with their customers (and prospective customers).

You can read the article here: Link to Patagonia Launches Blog

Bio

Tom Chandler is a copywriter and marketing consultant with 21+ years experience. Author of several top-ranked blogs, Tom Chandler is an engagement marketing/business blogging expert.

Tom Chandler Spends 90 Minutes With Internet’s Top Copywriters

On March 25, I was invited to participate in a roundtable with several other top Internet copywriters, including veterans Michel Fortin and Roberta Rosenberg, plus rising star Ryan Healy (not to mention hosts Mike Sansone and Wayne Hurlbert).

The show was titled:

A conversation in Social Media Tools. This month we cover copywriting with 5 of the top copywriters on the web. Hosting is Mike Sansone, a copywriter himself, and Wayne Hurlbert.”

Interested? While the show was aimed primarily at other copywriters, you can listen to the two-hour program via your Internet connection.

Simply click the button below:

We were a diverse group of writers — with widely varying specialties — yet we connected with each other’s comments. The most interesting content revolved around the changes occurring in the craft of copywriting.

Social media tools are changing the rules of the marketing game fast, and staying current is the only real defense against ceding your competitors an advantage.

[tags]copywriting, copywriter, blogtalkradio[/tags]

Humorous Ads Boost Ridership For Shasta Summit Century

While I plan to write an in-depth case study for my “Success Stories” page, I thought I’d post the ad images here in the Newsroom.

A pair of humorous ads I wrote for the Shasta Summit Century, they were a part of a campaign that helped the organization boost ridership from 400 riders to 630 in only two years.

Summit Century      Summit Century

Humor sells, especially when it’s backed by solid market research. In this case, we decided what drew riders to this 135 mile ride over mountainous terrain was the challenge.

Once you know what you’re selling (and who you’re selling it to), the creative tends to take shape on its own.

DPI Imaging Wanted a Web Site. They Got an Identity.

Several months ago I received a call from an interesting new client–a Georgia-based digital imaging company named Digital Printing, Inc.

DPI doesn’t play in just any sandbox; they’re a high-end company whose client list includes several Fortune 500 companies.

They’re smart. They’re innovative. And they like my work:

“Thank you Tom — your service to us has been invaluable. We appreciate all you do.”

DPI is a dream client. They’re not simply interested in growth. Instead, they’re willing to remain mid-sized in sales, but high-end in service.

So while they called about a Web site, they were open to other ideas. Ultimately, I wrote several projects for DPI, including a messaging foundation–a document that defines a firm’s marketing message and provides a basis for all its marketing.

Projects included:

  • A messaging foundation (the document that defines a firm’s marketing message)
  • Copy for their new Web site, including market-specific and product-specific pages (in-house design)
  • A series of short, hard-hitting customer success stories

DPI Web site header

A Sample?

While their Web site covers all facets of the company, the heart and soul of a Web site are the “Home” and “About” pages.

Here’s an excerpt for the “About” page:

We’re a digital printing & imaging company. But not just any digital printing and imaging company.

We were among the first to see the promise. One of the first to buy a digital press. One of the first to employ data-driven personalization of digitally imaged materials.

Now we’re one of the first to offer Purl/MindFire — a highly effective direct response technology that demolishes the boundaries between print and online marketing.

What’s different?

Our goal isn’t to ship paper and send invoices. It’s to create success for our customers.

That comes in many forms: higher response rates, better conversion, no inventory or spoilage costs, climbing sales figures, stronger branding and (ultimately) higher profits.

We view technology as a means to those ends.

We’re not one of the biggest digital imaging firms in the country. Nor are we interested in becoming one.

Instead, we choose to work with a blue-chip list of clients, who value our focus on their prosperity.

We’re focused. Service oriented. Tech savvy. And concerned with your bottom line as much as ours.

We’re Digital Printing & Imaging, Inc. And we’re about to become your competitive advantage.

DPI a Leader

DPI was not only a receptive client, but one that helped me remain current with the latest improvements in digital printing technology, online/offline direct response integration, and web-to-print.

It’s true that a good writer learns something from every client, and the better the client, the better the lesson.

I learned plenty from DPI.

My Copywriter’s Blog Named One of the Internet’s “Top 10 Writer’s Blogs”

My Copywriter Underground writer’s blog was just named one of the Internet’s “Top 10 Writer’s Blogs.

Copywriter Underground

Given the caliber of the winners, I’m in heady company indeed:

  1. Brian Clark’s CopyBlogger: This blog is the leader because it does an amazing job of helping writers improve their writing.
  2. Deborah Ng’s Freelance Writing Jobs: For freelance writers seeking new work, this site is your sole destination.
  3. Tom Chandler’s Copywriter Underground: This site provides regular doses of inspiration and writing tips.
  4. Liz Strauss’s Successful-Blog: This blog has some amazing insights into the craft of writing.
  5. Angela Booth’s Writing Blog: All writers will find something useful at this site.
  6. Kristen King’s InkThinker: This blog is focused on improving the written word.
  7. Anne Wayman’s The Golden Pencil: Wayman provides gold nuggets of information to freelance writers.
  8. Carson Brackney’s Content Done Better: Follow one man’s journey to write better copy and make a living along the way.
  9. Dianna Huff’s B2B Marcom Writer Blog: This is your destination to learn about marketing communications copywriting.
  10. Allison Winn Scotch’s Ask Allison: For writers looking to break into the publishing world, be sure to check this one out.

It’s a warm fuzzy. And a good indicator of the power of great content (The Copywriter Underground was only a few months old when it was chosen).

Business blogging is getting attention today. Tomorrow? It might be an essential. There’s no more affordable way to engage with your customers and prospects.

(Thanks to Michael Stelzner of Writing White Papers for handling the poll.)